Get More People
to Say Yes.
- Dr. Robert Cialdini's official influence certification.
- Built specifically for TDM professionals.
- Apply ethical influence to your everyday work.
Bring a colleague free for a limited time.
Official Cialdini Institute Program.
Cialdini influence training.
You Were Never Trained for This Part of the Job.
You know how to plan programs and design campaigns. But your job doesn't end at the plan โ it's getting people to act on it. That's influence, and most TDM professionals were never trained in it.
What your job actually requires.
- Employers who respond โ so programs can launch.
- People who try new modes โ so metrics move.
- Funders who commit โ so your work can grow.
What you've been stuck using.
- More follow-up emails โ hoping employers respond.
- A campaign refresh โ guessing what will stick.
- More grant chasing โ distracting from your day.
It's not that you aren't working hard enough. It's that effort without a framework is guesswork โ and every campaign built on guesswork is a campaign that could have moved the needle but didn't. That's lost time, lost funding cycles, and lost credibility you don't get back.
The Solution.
Cialdini Certified Practitioner for TDM.
The official Cialdini influence certification, redesigned around the conversations, campaigns, and decisions that define TDM work.
Official Cialdini Certification.
A credential that carries weight.
Complete the official Cialdini Certified Practitioner program, the same certification trusted by Fortune 500 companies and government agencies worldwide.
Built for TDM.
Every principle applied to your work.
Every lesson connects to the conversations where programs get funded, campaigns get traction, and the people you serve actually change what they do.
Live Group Coaching.
Five sessions with a certified practitioner and peers who do what you do.
Bring your real projects. Ask questions. Get coached on exactly how to apply each principle to your work, alongside other TDM professionals who sharpen your thinking and hold you accountable.
What Changes When You Have a Framework.
Without a framework, every meeting is a coin flip โ you might connect, or you might lose the room and never get the chance again. With one, you walk in knowing which principle fits the situation before you open your mouth.
Stakeholder meetings.
Walk in knowing which principle of influence will move this person forward โ before you open your mouth.
Employer outreach.
Design campaigns where every touchpoint is chosen deliberately, not by instinct or habit.
Resident engagement.
Build programs where people don't just express interest โ they follow through.
You'll walk away with.
- A clear method for diagnosing why people aren't acting.
- The ability to choose the right principle for the right situation.
- More confidence in live conversations and campaign design.
- Stronger follow-through from employers, stakeholders, and residents.
- A recognized credential that signals your expertise.
Built by Someone Who's Done the Work You Do.
You deserve a program designed by someone who's stood in front of the same stakeholders, wrestled with the same resistance, and spent decades figuring out what actually moves people to act.
Kevin Luten spent 28 years in TDM before building this certification bundle. He'll use that experience to help you turn influence from an abstract idea into a daily practice.
Trained with the best.
- BJ Fogg (Behavior Model).
- Chip Heath (Switch organizational change).
- Founding Member, Cialdini Institute.
Applied it to real TDM work.
- 120,000+ people engaged across Australia.
- Perth Your Move โ 45,000+ residents.
- Developed the LA Metro TDM Strategy.
What You'll Be Able to Do After This Program.
Each Cialdini principle, translated into the work you do every day.
Reciprocity.
Give value before making the ask. When your outreach starts with something useful, like a resource, insight, or genuine help, employers and stakeholders are far more likely to say yes.
Liking.
Build real connection before making the ask. Rapport isn't small talk. It's a measurable driver of cooperation, and you'll use it in professional settings without feeling inauthentic.
Unity.
Speak as someone inside their world. When people see you as part of their group, not an outsider with an agenda, resistance drops. You'll establish shared identity in every interaction.
Authority.
Position your expertise so it opens doors, whether you're presenting to executives, writing a proposal for internal funding, or reaching out to a new employer partner.
Social Proof.
Show that peers are already moving. When other employers, agencies, or communities are participating, new prospects follow. You'll surface proof that makes action feel normal, not risky.
Consistency.
Get a small yes first. When an employer agrees to share a survey or attend a short briefing, they're far more likely to take the next step. You'll structure asks so each one leads to the next.
Scarcity.
Frame what's at stake clearly. Not pressure โ clarity. You'll communicate deadlines, limited opportunities, and consequences of inaction in ways that move people forward without feeling manipulative.
These aren't seven abstract ideas. They're seven tools you'll use in real conversations, real campaigns, and real proposals โ starting the week you learn them.
What People Say About This Work.
Trusted by government agencies, employers, and TDM professionals around the world.
Helen Ginbey
Manager Behaviour Change, Urban Mobility ยท Department of Transport and Major Infrastructure
"Kevin and his team have established themselves as international leaders in the practical application of behavioural science principles. After implementing their suggestions, our community engagement strategies led tens of thousands of people to take action."
Turlough Guerin, GAICD FGIA CAg
CEO, Landcare NSW
"Kevin and his team created a focused strategy and clear messaging that expanded our supporter network and grew our overall funding base."
Richard Thaler
Professor of Behavioral Science & Economics ยท Nobel Prize Winner ยท University of Chicago
"If the President had to have one advisor with him at all times, my nomination would be Bob Cialdini, the world's most practical social psychologist, and the master of 'Influence'."
Tobias Lutke
Founder, Shopify
"'Influence' is a book that made me a billionaire."
Cialdini Institute.
โ โ โ โ โ โ โ โ โ โ 4.8 out of 5 from 1,906 reviews on Trustpilot.
Reciprocity-Based Community Engagement.
Reciprocity-based community engagement helped reach 45,000+ residents across five implementations.
LA Metro TDM Strategy.
Asking for advice instead of feedback convinced 54% of survey respondents to agree to a follow-up call and share their phone number.
How the Program Works.
Two and a half weeks. Two layers. One credential.
The Official Cialdini Certification.
- Self-paced online training from the Cialdini Institute โ start as soon as you enroll and move at whatever speed works for you.
- Dr. Robert Cialdini teaches the course himself โ ten sections of video lessons covering everything he's learned in his career.
- Official Cialdini Certified Practitioner credential โ complete the online exam and earn your certificate, signed by Dr. Cialdini.
The TDM Application Layer.
- The Applied Influence Guide for TDM Programs โ your companion during training. Follow along lesson by lesson to see how each Cialdini principle applies to real TDM situations.
- The Influence for TDM Workbook โ your tool after training. Work through structured exercises to apply what you learned to your own campaigns, outreach, and stakeholder conversations.
- Five live group coaching sessions with Kevin (May 7, 12, 14, 19, 21 at 1:00 PM ET) โ bring your real projects and get direct guidance, alongside a peer cohort that holds you accountable. All sessions are recorded so you never miss a thing.
- Five-episode podcast companion โ reinforces core ideas for TDM so the learning keeps working after the program ends.
The program starts when you do.
Enroll and get your Cialdini course access within 24 hours โ start the self-paced learning right away.
Each resource is delivered when you need it, so you're never overwhelmed upfront.
Live coaching begins Thursday, May 7 at 1:00 PM ET.
Choose Your Path.
Three ways to bring the science of influence into your TDM work.
- The Official Cialdini Certification for up to six participants.
- The TDM Application Layer.
- A private workshop series tailored to your team.
- Ongoing implementation support.
- The Official Cialdini Certification.
- The TDM Application Layer.
- Five live group coaching sessions with Kevin.
- Recordings of all coaching sessions.
- The Official Cialdini Certification.
- The TDM Application Layer.
- No live coaching sessions.
- No session recordings.
- No bonus seat included.
Limited Time Offer.
Your Enrollment Includes a Second Seat โ Free.
Enroll before May 5 and your registration includes a free second seat. Same training. Same certification. Same support. No extra cost.
Use it for a teammate, partner, or peer who faces similar challenges. Learning together makes the work easier to apply and easier to spread.
You do not need to choose the second person now. You can assign the seat later, and it will not go to waste.
Frequently Asked Questions.
The Science of Influence, Built for Your Work.
You already know that getting people to say yes is the hardest part of TDM.
The Certification + Coaching path gives you a proven framework for doing it โ the official Cialdini certification, live coaching with Kevin, and a peer cohort, applied directly to the conversations, campaigns, and decisions that define your work.
A recognized credential. A practical skill set you'll use every day.
But the bonus seat won't last.
Enroll before May 5 and bring a colleague free. After that date, the bonus seat is gone and the next cohort is months away. Small group. Personal coaching. Limited seats.
Enroll in Certification + Coaching โ $2,750Or schedule a call โ talk through which program is right for you.
